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What is bad tracking costing you?

Meta says one ROAS. Your CRM says another. Someone is optimizing real budget on the wrong number. Enter your spend and your reported ROAS, and see what fixing the measurement is worth at your spend, line by line, with the source on every line.

How the math works

Your reported ROAS is applied to each platform's spend to get today's attributed revenue. Three lines are added on top, at the same spend.

Spend steered by a bad signal. An assumption, stated as one: 10% of an unaudited account's budget is being bid on a duplicated or misfiring conversion. Redirected at your current ROAS.
Meta with the Conversions API deduplicated. Meta's own figure: 17.8% lower cost per result, which at the same spend is about 22% more results.
Google with enhanced conversions and clean conversion actions. Google's median: a 5% conversion-rate lift on Search.

Event Match Quality. Optional, from Meta Events Manager (per event, out of 10). Meta treats 6 and above as healthy. Below 6, Meta is failing to match a large share of your conversions to people, and a server-side Conversions API with hashed customer parameters is the direct fix, so the read is "high impact". At 8 and above matching is already strong, so the Meta line is credited at 40% (an assumption, labelled) and the read is "low impact". The score only ever tempers the estimate; it never inflates it.

Two things are shown but kept out of the total, because they depend on your funnel: the revenue sitting on events the platforms can't see, and the offline-conversion loop for businesses that close on calls. Reporting time is shown separately too.

Revenue figures, not profit. Platform figures are averages and medians, not promises. The $1,500 Measurement Audit replaces every assumption with your real numbers, and if the math doesn't work at your spend, the calculator says so instead of selling you the audit.

Sources

Meta, April 2026

Businesses using the Pixel and the Conversions API together saw an average 17.8% lower cost per result than Pixel alone. Applied to your Meta spend at the same budget.

Source

Google Ads

Enhanced conversions early adopters saw a median conversion-rate increase of 5% on Search. Applied to your Google-attributed revenue.

Source

Stape server-side test

20.7% of events that browser tracking lost to consent banners and tracking prevention were recovered server-side. Shown as context, not added to the total.

Source

IAB, October 2025

Two-thirds of advertisers improved ROAS after implementing a Conversions API. Context for why the Meta line is conservative.

Source

Figures as published by the platforms and vendors named, at the time of writing. Assumptions are labelled as assumptions on the results. Nothing here is a guarantee of results.

Want the real numbers instead of an estimate?

The Measurement Audit takes ten business days with access to your accounts and comes back with what's firing, what's double-counted, and a fix list with a dollar figure on each item. Start with a 15-minute call.

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What is bad tracking costing you?

Where should we send the breakdown?

Where it comes from

Sources

Meta, April 2026

Google Ads

Stape server-side test

IAB, October 2025

Want the real numbers instead of an estimate?